Diageo tests Johnnie Walker personalisation delivery service

Diageo is piloting a new whisky website for its Johnnie Walker brand that allows consumers to buy a personalised bottle to match their own flavour preferences.

In a move similar to William Grant & Sons' bespoke online Glenfiddich whisky store, unveiled in 2014, Diageo said today that 'My Edition' uses taste-profiling technology to create a "one-of-a-kind offering" for Scotch whisky drinkers. Consumers visiting the website are asked a series of questions, the answers to which are used to pair them with one of a range of six new Johnnie Walker blends.

Once the choice has been made, a special bottle with the recipient's name on it is delivered to their door.

"Johnnie Walker My Edition will help people who are new to Scotch discover the wide range of flavours found in Johnnie Walker whiskies," said David Gates, head of Diageo Futures. "Personalisation runs through Johnnie Walker My Edition, from the website's very first question on flavour preference through to the customised labelling and engraving options that result in a bespoke look for each individual bottle."

The website is currently being tested in the UK and Spain and delivers a bespoke bottle for GBP75/EUR90 (US$100). It was created in partnership with flavour tech firm Vivanda.

William Grant opened its Glenfiddich Gallery more than three years ago. The store matches previously unreleased Glenfiddich stock with consumers' taste profiles using a flavour tool.

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